Cadbury's Crunchie: Making More Money from Fun
Long established brand needed to be revitalized. 1985 product re-launch with a new TV campaign ? fun and 'Friday feeling'. By 1990 brand was in good shape however research showed was eaten as a treat and so infrequent purchase. High popularity but low purchase suggested consumers could be persuaded to buy more. New creative with a drip TV plan started in June 1991. Increased sales in second half of year broke records. Success of a campaign designed to encourage brand buyers to buy more.